No one uses direct mail to market anymore. Email marketing is the way to go, right?
I don’t think so. When I was working my day job in the marketing department of a credit union, I wrote a fair number of direct mail pieces to sell financial products to current potential members. Since going freelance, I realized I kind of missed writing those letters.
Email marketing is ubiquitous these days, so sending a direct mail pitch sets you apart.
And, when it’s not a bill, people like getting mail. Direct mail gets opened more often than email. People spend much more time reading a mail piece. And even millennials say direct mail influences their purchases.
So I decided to put my old-school direct mail marketing skills back to work and create my own campaign to find freelance writing clients. And it worked amazingly well.
Here’s how I did it:
It’s that most wonderful time of the year — for falling into the doldrums and slacking off on your freelance marketing, that is.
It’s easy to come up with reasons for not doing anything to line up new writing clients until January.
- Everyone is on vacation, anyway. Why pitch?
- The days are short and I feel sleepy.
- I’ll have company soon, or be traveling, so who cares?
- I’m busy with clients and couldn’t take a new gig now, anyway.
But taking a 6-week marketing vacation is a bad idea. This leads to January panic, when you have to cold-start your marketing after New Year’s. Top-earning writers are always marketing.
Remember, it can take weeks or months for marketing to pay off. So prospecting you do now lays the groundwork for more and better freelance gigs in the coming year.
How can you overcome the challenges of trying to get freelance marketing done during the busy holiday season? Here are four ideas:
In my mentoring work, I often find myself introducing my mentees to a basic fact of life for freelance writers: If you want to earn more, you’re going to need to market your business aggressively. Answering Craigslist or Kijiji ads…